To support its latest product on the road, Thunderbird Twinspark 350 cc, Royal Enfield has rolled out a print campaign targeting young adults in metros between 25-35 years.
Positioned as India's only cult brand, Royal Enfield's advertising is all about the imagery and the spirit of motorcycling, which is a deliberate move away from product feature-led campaigns that work well for the racy/sporty 100 cc bikes.
The New Thunderbird TwinSpark 'Leave Home' campaign is based on a big social truth that most Indian men are 'mama's boy'. "'Leave Home' works both ways. On an emotional level it urges people to move from a protected, sheltered life and to go out and discover the world, and on the rational / physical side, it literally translates into actually getting on the bike and leaving home to enjoy the spirit of motorcycling via open roads, green fields and the blue skies, away from the urban chaos in metros," said Siddharth Loyal, W+K Delhi, agency handling the account. "The campaign has been designed to break away from the clutter of mind-numbing, product-feature-led 100cc bike advertising and is both thought provoking and relevant in today's social context."
The visuals in the campaign reflect this tone and more importantly go with Royal Enfield's 'Trip' brand message (Life is a journey. Enjoy the trip!). The campaign will break this month in all major automobile and lifestyle magazines.